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What are the pros and cons of last click attribution in social media marketing?

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If you're a social media marketer, you know how important it is to measure the impact of your campaigns. But how do you know which actions and channels are driving the most conversions and revenue? That's where attribution models come in. Attribution models are methods of assigning credit to different touchpoints along the customer journey, from awareness to purchase. In this article, we'll compare two common attribution models: social media attribution and last click attribution. We'll explain what they are, how they work, and what are their pros and cons for social media marketing.

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1 Social media attribution

Social media attribution is a type of multi-touch attribution that tracks and analyzes the interactions that users have with your social media content and ads. It helps you understand how each social media platform contributes to your marketing goals, such as generating leads, increasing engagement, or driving sales. Social media attribution can be done using various tools, such as Google Analytics, Facebook Pixel, or third-party software. It can also be customized to fit your specific needs and preferences, such as choosing the attribution window, the conversion value, or the attribution weight.

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Alberto Rubalcava Segura

Developer at Roar Ambition
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Attribution is one of the most difficult and controversial things around. Particularly, when you have invested time/resources in multiple channels or you are investing time/resources to develop multiple channels at the same time.

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2 Last click attribution

Last click attribution is a type of single-touch attribution that gives all the credit to the last touchpoint that a user had with your brand before converting. It ignores all the previous interactions that may have influenced the user's decision, such as social media posts, emails, or blog articles. Last click attribution is the default model used by many analytics platforms, such as Google Ads, and it's easy to set up and understand. However, it can also be misleading and inaccurate, especially for complex and long customer journeys.

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Alberto Rubalcava Segura

Developer at Roar Ambition
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There are multiple ways to reduce the inconsistencies and misleading information that last-click attribution generates. Remember that you can minimize them but here is no way to get rid of them 100%. People are always browsing and you should always assume that they will have multiple touching points. However, it is important to assess and define which of those are critical to your business.

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3 Pros of last click attribution

Last click attribution has some advantages for social media marketing, such as its simplicity and straightforwardness. Tracking and analyzing multiple touchpoints is not necessary, as you just focus on the final action that led to a conversion. This method is also consistent and reliable, allowing you to compare the performance of different campaigns and channels based on the same criteria. Furthermore, it is suitable for short-term and direct-response goals, as it enables you to measure the effectiveness of your call-to-action and landing page.

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4 Cons of last click attribution

Last click attribution has several drawbacks for social media marketing, such as its bias and incompleteness, which overlooks the role of other touchpoints that may have influenced the user's decision. It is also outdated and unrealistic, assuming that users follow a linear and simple path to purchase, which is rarely the case in today's digital landscape. Additionally, it is risky and inefficient, potentially leading to overestimating the value of certain campaigns and channels, and missing out on opportunities to improve customer experience and retention.

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5 How to choose the best attribution model

When it comes to selecting an attribution model for your social media marketing, there is no one-size-fits-all solution. Factors such as your business goals and KPIs, customer journey and behaviour, data availability and quality, and resources and capabilities should all be taken into consideration. Based on these factors, you can choose the attribution model that best suits your needs and preferences. Experimenting with different models can also be beneficial as it allows you to compare the results and identify which one gives you the most insights and value.

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Sara Karam

I love challenges & I love what I do!
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In addition to selecting the right attribution model, optimization and personalization are also crucial for effective social media marketing. By optimizing your campaigns based on your attribution model's insights, you can improve performance and achieve better results. This may involve adjusting your targeting, creative, or messaging to better resonate with your audience and drive more conversions. Personalization is also becoming increasingly important in social media marketing. By tailoring your messages and content to individual user's interests and behaviors, you can improve engagement and conversions. Personalization can be achieved through tactics such as dynamic creative optimization, retargeting, and personalized messaging.

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What are the pros and cons of last click attribution in social media marketing?

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1 Social media attribution

2 Last click attribution

3 Pros of last click attribution

4 Cons of last click attribution

5 How to choose the best attribution model

Social Media Measurement

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